A Study on Impact of Sales Promotions on Consumer Buying Behavior regarding Garment Products – a Post COVID-19 Study of Rajkot City.

Abstract

In this COVID-19 era, from various sources of information it is observed that majority of the people are facing problem of shortage of money in the form of low or zero sales in business, salary cuts or unemployment. As a result people ended up spending major portion of the income on basic necessities and spending very less on other products which are secondary. So it becomes very tough, particularly for the brands belongs to fashion industry to sell their products like garments, shoes etc. In the present scenario of unlock down where everything is coming back on track, people are slowly moving towards their old spending habits. As this is a festival season in India, people will celebrate festivals like Navratri and Diwali. According to the classic purchase habits of Indian consumers during this festivals, they buy traditional and fashionable cloths and other items. But as this is a different situation it will be tough for the company to get the same response. To survive in this situation, Sales Promotion Tools like offers, discounts, gifts, vouchers and many more could be the key to victory for garment companies. By using these tools good deals can be offered to consumers and companies can push them to make purchases. So this study will be focused on how different gender and age group’s people of Rajkot city will react towards purchasing garment products in present scenario and what will be the impact on their buying behavior if Sales Promotion Tools are used.